Method and system for improved interactive television processing

ABSTRACT

A system and method for an electronic transactional environment including a database, a server and a processor and a number of set-top boxes in communication with the server. The database stores user registration data and product information data relating to a plurality of products and the server broadcasts the product information data to the set top boxes. The server is further provided to transmit to the set top boxes updated product information data that replaces at least part of the previously transmitted product information data. Furthermore, the processor compares data relating to a transaction request from a user of one of the set top boxes with user registration data in order to identify the specific user. Based on the identified user, the processor generates customized transaction data for the specific user and the server transmits the customized transaction data and additional updated product information data to the set top box corresponding to the identified user.

CROSS REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.12/787,144, filed May 25, 2010, which is a continuation of U.S. patentapplication Ser. No. 11/948,818, now U.S. Pat. No. 7,752,083, filed Nov.30, 2007, which claims priority to U.S. Provisional Application No.60/872,330, filed Dec. 1, 2006. The entire disclosures of each of theseapplications is incorporated herein by reference into the presentapplication.

FIELD OF THE INVENTION

The present invention relates to a method and system for processingtransactions conducted via interaction with a television implementeduser interface. In an exemplary embodiment of the present invention, thetransactions are processed in real time and product informationpresented in the user interface is updated in real time.

BACKGROUND

Commerce may be conducted in numerous venues. In particular, commercemay be conducted in real space or electronically, i.e., e-commerce.E-commerce is conducted via a computer network. Servers are used tostore product and transaction information and computer terminals areused by purchasers to access the information stored in the server toview and modify such information via a transaction.

E-commerce may also be conducted in the context of interactivetelevision (iTV), e.g., for the purchasing of video-on-demand (VOD). Forsuch interaction, set-top boxes may be programmed for bidirectionalcommunication with a content provider. The set-top box may receivecontent from a content provider and display the received content on atelevision (TV) for viewing.

It is desirable to provide an improved iTV e-commerce experience fortransactions with respect to products provided in real space, e.g.,tactile product related transactions and/or for products that may bephysically shipped to a consumer or otherwise communicated or deliveredto a customer, e.g., electronically to a cell phone, handheld orpersonal digital assistant (PDA), other than through the TV, as with VODprograms.

SUMMARY OF THE INVENTION

In an exemplary embodiment of the present invention, a product suppliermay communicate to a content provider information regarding availableproducts that may be physically shipped to a consumer or otherwisecommunicated or delivered to a customer, e.g., electronically to a cellphone, handheld or personal digital assistant (PDA), other than throughthe TV, as with video-on-demand programs. The product supplier maymaintain a server that stores the product information and with which thecontent provider may be in communication. The content provider mayarrange the information received from the server in a format that may beprovided to the set-top box for display of the information on thetelevision. For example, the content provider may provide programcontent for one or more product suppliers on a TV channel. Interactionby the user with the set-top box during display of the channel may causethe set-top box to display content with which the user may begin atransaction to purchase one or more items. Interaction by the user withthe display via commands input to the set-top box may be communicatedback to the content provider, and then ultimately back to the productsupplier. In response to such communication, the product supplier mayfulfill a transaction request, e.g., by shipping out the requestedproduct and entering billing information. The product supplier mayupdate the product information stored at the server to reflect theconducted transaction. In an alternative exemplary embodiment, theproduct supplier may also be a content provider, so that the productsupplier server and the components used by the content provider areintegrated in a single unit.

Product information may be displayed on the TV in a series of displaypages (or a series of frames, which may be concurrently or separatelydisplayed), where different pages (or frames) include differentinformation regarding a product and/or correspond to different pointsalong the transaction process. For example, during a transactionsession, the user may navigate between multiple pages for addingdifferent products to an electronic basket and for entering billing andshipping information. A user may navigate between different pages bytransmitting commands to the set-top box. In response to each command,the set-top box may display navigable pages, which guide the userthrough the ordering process. The navigable pages may initially all betransmitted to the set-top box in a single transmission upon a user'sexpressing interest in shopping or transmitted on a page-by-page basisas needed.

In an exemplary embodiment, TV programming, such as a home shoppingprogram, may include products for sale. Indicia, e.g., adjacent theproducts for sale may instruct a user to press a predetermined button onhis or her remote control to obtain additional information about theproduct and/or to order the product using the TV. Depression of thepredetermined button triggers a program, e.g., in the set-top box, whichdisplays navigation screens the user may follow to purchase the product.This method of purchasing is especially convenient for a user as it doesnot require the user to make a trip to the store or even make a phonecall to order the product. The user does not need to leave his or hercomfortable position by the TV and merely has to press a couple ofremote control buttons to complete the transaction.

In one exemplary embodiment, the conducted television e-commerce may belimited to batch-type processing (wherein, for example, the server isupdated periodically to reflect a number of accumulated transactions)and, thus, falls short of real-time processing (wherein, for example,the server is updated to reflect transactions as they occur), because ofthe additional time required to make repeated call-backs to the backendserver to be routed via the content provider. The use of batch-typeprocessing (and the consequent less frequent updating of the serverinherent in real-time processing) increases the risk that navigationallinks and/or data initially displayed on the TV become outdated duringthe course of a conducted transaction due to the additional time thatelapses because of the indirect connection.

To implement real-time processing, separate connections may be providedfor connection of the set-top box to the content provider for receipt ofprogram content according to one communication protocol and forconnection of the set-top box to the product-supplier network accordingto, e.g., a conventional computer network communication protocol, e.g.,the Hyper Text Transfer Protocol (HTTP). However, such complexinterconnections may be expensive. Exemplary embodiments of the presentinvention provide a method and/or system that includes real-timetransaction processing for transactions conducted via interactivetelevision (iTV), which do not require such complex interconnections.

Exemplary embodiments of the present invention provide for transmissionof product information and navigation information, for navigationbetween multiple pages of product and/or transaction content, in asingle instruction file. Exemplary embodiments of the present inventionprovide for dynamically updating, e.g., even without user interaction, adisplay including product information of real-space products that may bepurchased by interacting with the display via a set-top box.

Exemplary embodiments of the present invention provide for integrationof multiple transaction venues, e.g., iTV, Internet, Interactive VoiceResponse (IVR) systems, and real-space stores by using a single serveras a product information source for all of the integrated venues. Thesingle server may be updated to reflect transactions conducted in eachof the venues as soon as they occur. The server may include both productinformation and customer information. The customer information mayinclude a customer transaction history, which may be used by each of thevenues to provide a customer-specific price. The price presented in eachof the venues may therefore reflect out-of-session transactions.According to this exemplary embodiment, a price displayed on a user's TVduring a transaction may have been reduced from a base price because ofthe user's activity during the transaction session and because of theuser's activity out-of-session. The out-of-session activity affectingthe displayed (and subsequently charged) price may include activity inanother iTV session and/or activity in another one of the integratedvenues. In one example embodiment, approximately simultaneous activityby a user or attributed to a single account in multiple venues may causean update in pricing information provided in each venue.

According to an exemplary embodiment of the present invention, a methodfor providing an electronic transactional environment may provide forreceiving, in a single transmission, product information data for aproduct information display spanning multiple navigable pages. Theproduct information data may include a first portion for display of aninitial page and a second portion for display of a second page and notfor use for the display of the initial page. The method may furtherprovide for displaying, based on the first portion, an initial page,receiving a navigation command, and, responsive to the command and basedon the second portion, displaying the second page.

The first and second portions may be included in a single data document.The document may be an eXtensible Markup Language (XML) document.

The method may further provide for receiving, in the singletransmission, navigation instructions that indicate one or more pathsbetween the navigable pages. The navigable pages may include at leastthree pages.

At least a portion of the displays may be on a television. The singletransmission may be from a server. The method may further provide forupdating the server in real-time to reflect transactions performed viainteraction by a user with the television as soon as they occur. Themethod may further provide for updating the server in real-time toreflect transactions performed at least one of in real space, bycustomers via Internet, and via an Interactive Voice Response (IVR)system, as soon as they occur. The product information data may includean indication of a price of a product. The method may further providefor updating a virtual shopping basket, based on input received from theuser during a navigation of the navigable pages, to virtually includethe product; after the updating, transmitting a request for a priceupdate for the product; receiving the price update transmitted inresponse to the request for the price update; and displaying dataindicating the price update. The price update may include a pricecalculated based on transactions by the user conducted external to andsimultaneously with the navigation.

The externally conducted transactions may include transactions conductedin real space, via the Internet, and/or via the IVR system.

The request for the price update may include a state of the virtualshopping basket, and the price update may be calculated basedadditionally on the state of the virtual shopping basket.

The method may further provide for receiving a product informationupdate in a subsequent transmission, and, responsive to the receipt ofthe update, refreshing a currently displayed page even without receiptof a user command.

The refreshing may include modifying the currently displayed page andmay be performed conditional upon product information data of the updatebeing different than the product information data of the singletransmission. The modifying may be limited to predetermined scenarios.

The refreshed page may reflect a product state indicated by the updateinstead of a product state indicated by the product information data ofthe single transmission.

The method may further provide for receiving at least one subsequenttransmission, where each of the at least one subsequent transmissionincludes a product information data update. The at least one subsequenttransmission may be performed periodically at set intervals. The atleast one subsequent transmission may be broadcast to multiple set-topboxes. The method may further provide for receiving, by a set-top box, ashopping session initiation instruction, and, responsive to theinstruction, transmitting, by the set-top box, a request for productinformation, where the single transmission is responsive to the requestand is addressed to the set-top box.

The at least one subsequent transmission may be performed conditionalupon the product information data being updated since a time of thesingle transmission.

According to an example embodiment of the present invention, a methodfor providing a transactional environment may provide for updatingproduct information data on a server in real-time to reflecttransactions conducted interactively via a plurality of televisions assoon as they occur, transmitting the product information data towards atelevision, and displaying the product information data on thetelevision.

The method may further provide for receiving at least one first commandfrom a user, interpreting the at least one command in a coordinatedmanner with respect to the displayed product information data tofacilitate a new transaction, updating, based on the interpretation, avirtual shopping basket, receiving a second command, and, responsive tothe second command, creating the new transaction by transmitting anorder based on the virtual shopping basket.

According to an example embodiment of the present invention, a systemfor providing a transactional environment may provide a server that isconfigured to store product information data updated in the server assoon as they occur to reflect transactions conducted interactively viaat least one of a plurality of televisions and transmit the productinformation data towards the plurality of televisions for display of theproduct information data.

The system may further provide a content provider configured to provideprogram data to the plurality of televisions and to pass transmissionsbetween the server and the plurality of televisions.

According to an example embodiment of the present invention, a systemfor providing an electronic transactional environment may provide atelevision, and a server that is configured to transmit, during ashopping session and in a single transmission, particular productinformation data towards the television. The single transmission may be(a) an only or (b) a first in time of a plurality of product informationdata transmissions towards the television during the shopping session.The television may be configured to display an interactive display viawhich interaction a user can enter a complete order for creating a newtransaction.

According to an exemplary embodiment of the present invention, a systemfor providing an electronic transactional environment, includes a serverstoring product information data and a set-top box configured to controla display of a television and to receive the product information data.The set-top box receives program data from a content provider. Thetelevision communicates with an input device for input by a user ofcommands to the set-top box. The server is configured to transmittowards the set-top box in a single transmission and in response to auser request the product information data for a product informationdisplay to be controlled by the set-top box spanning multiple navigablepages. The product information display includes product information andorder information for a product available for purchase. The productinformation data spans multiple navigable pages and includes a firstportion for display of an initial page and a second portion for displayof another page and not for use for the display of the initial page. Atleast a portion of the product information is transmitted from theserver which is updated to reflect transactions, performed viainteraction by a user with the displays, as soon as they occur. At leasta portion of the displays is on a television. The server is configuredto generate a display update as soon as the product information changes.

The set-top box is configured to, based on the first portion, displaythe initial page, and responsive to a navigation command from the inputdevice and based on the second portion, display the another page. Theset-top box also (i) receives the display update in a transmissionsubsequent to the single transmission, and (ii) responsive to thedisplay update, refreshes a currently displayed page, e.g., even withoutreceipt of a user command, by replacing portions and/or the entirety ofthe displayed page with data from the display update.

The system for providing an electronic transactional environment may beconfigured to finalize transactions performed via interaction by theuser with the displays after confirming that the product informationdata related to the transactions is up-to-date. Further, the server maybe updated on a real-time basis to reflect the finalized transactions assoon as they occur.

In an exemplary embodiment of the present invention, the server isupdated to reflect transactions as soon as they have been completed,i.e., within a few seconds (e.g., within one second), and productdisplay updates are received by the set-top boxes as soon as there is achange in the product information data, e.g., within three seconds.

In an exemplary embodiment of the present invention, the server isconfigured to transmit the display update only when at least a portionof the product information data has changed.

In an exemplary embodiment of the present invention, the productinformation stored at the server is updated to reflect transactionsperformed at least one of in (i) real space, (ii) via the Internet, and(iii) via an Interactive Voice Response (IVR) system, as soon as theyoccur.

In an exemplary embodiment of the present invention, the set-top box isconfigured to update a virtual shopping basket based on input receivedfrom the user during a navigation of the navigable pages to virtuallyinclude the product, and the server configured to provide a price updateincluded in the display update. The price update may be customized tothe user and based at least in part on a state of the virtual shoppingbasket.

In an exemplary embodiment of the present invention, the productinformation data includes a price for the product and the display updateincludes an updated price for the product. At least one of the price andthe updated price of the product is customized to the user and based atleast in part on transactions by the user conducted external to thetransactions performed via interaction by the user with the displays.

In an exemplary embodiment of the present invention, the set-top box isconfigured to receive from the input device a shopping sessioninitiation instruction and, responsive to the instruction, transmittowards the server a request for the product information data, whereinthe single transmission is responsive to the request and addressed tothe set-top box.

In an exemplary embodiment of the present invention, the set top boxforms part of the television.

In an exemplary embodiment of the present invention, the singletransmission further includes navigation instructions controlling whichparticular portion of the product information data should be displayedon the television at any particular time, and where on the televisioneach part of the particular portion should be displayed.

According to an exemplary embodiment of the present invention, anarticle of manufacture has stored thereon instructions executable by aprocessor, the instructions which when executed cause the processor toperform a method for providing an electronic transactional environment.The method comprising: receiving a user request; in a singletransmission and in response to the user request, receiving productinformation data for a product information display spanning multiplenavigable pages, the product information display including productinformation and order information for a product available for purchase,the product information data including a first portion for display of aninitial page and a second portion for display of another page and notfor use for the display of the initial page, wherein at least a portionof the displays is on a television and at least a portion of the productinformation data is transmitted from a server; based on the firstportion, displaying the initial page; receiving a navigation commandfrom a user; responsive to the navigation command and based on thesecond portion, displaying the another page; transmitting a displayupdate subsequent to the single transmission; automatically refreshing acurrently displayed page by replacing portions and/or the entirety ofthe displayed page with data from the display update; finalizing atransaction performed via interaction by the user with the displaysafter confirming that the product information data related to thetransaction is up-to-date; and updating the server as soon as thetransaction is finalized to reflect the finalized transaction.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram that illustrates components of a systemaccording to an exemplary embodiment of the present invention.

FIGS. 2A and 2B (collectively FIG. 2) is a cross-functional flowchartthat illustrates a method for providing real-time TV e-commerceaccording to an exemplary embodiment of the present invention.

FIG. 3 illustrates screenshots corresponding to states between which aroutine may loop for inviting a user to begin a shopping session,according to an exemplary embodiment of the present invention.

FIG. 4 illustrates iTV home screenshots that may be provided anddynamically changed, according to an exemplary embodiment of the presentinvention.

FIGS. 5 to 29 illustrate additional screenshots that may be provided fordisplay on a television during a shopping session, according toexemplary embodiments of the present invention.

DETAILED DESCRIPTION

FIG. 1 is a block diagram that illustrates exemplary components of asystem according to an example embodiment of the present invention. Thesystem may include a product supplier server 100, an IVR system 101, acomputer terminal network 102, a content provider 104, and a televisionnetwork 106 including a plurality of set-top boxes 108, each of which isassociated with a corresponding TV 109 and corresponding input device110A, such as a remote control. The set-top boxes 108 may be separatefrom or integrated with their corresponding TVs 109. The productsupplier server 100 may include information regarding products andcustomers. In one exemplary embodiment of the present invention, each ofthe IVR system 101, the computer terminal network 102, and the contentprovider 104 may be in communication with the product supplier server100 and may input, modify, and retrieve data of the product supplierserver 100.

Each of the server 100, IVR system 101, terminals 103 of the computerterminal network 102, content provider 104, and set-top-boxes 108 may becontrolled by a corresponding processor(s) 115A-E, respectively(collectively referred to herein as processor 115). The processor 115may be any one or combination of suitably appropriate processingsystems, such as, for example, a microprocessor, a digital signalprocessor, and a field programmable logic array. The processing systemmay be embodied as any suitably appropriate computing device, e.g., acomputer, PDA, laptop computer, notebook computer, a hard-drive baseddevice, or any device that can receive, send, and store data. For thecontrol, the processors 115 may execute program instructions. Some ofsuch instructions may be pre-installed or manually loaded over time.Others may be transmitted between the different system components.Program instructions may be in any suitable form. In particular, some orall of the instructions may be provided in programs written in aself-describing computer language, e.g., Hyper Text Markup Language(HTML) or eXtensible Markup Language (XML). Transmitted programinstructions may be used in combination with other previously installedinstructions, e.g., for controlling a manner of display of data itemsdescribed in a received program markup sheet.

Each of the server 100, IVR system 101, terminals 103 of the computerterminal network 102, content provider 104, and set-top-boxes 108 mayinclude or be in communication with memories 116A-E, respectively(collectively referred to herein as memory 116), for storing data and/orprogram instructions. The memory 116 may include any combination ofmemory circuits, including electrical, magnetic, and/or optical systems.The memory 116 may include, for example, read only memory (ROM), randomaccess memory (RAM), and/or bulk memory.

While only the IVR system 101, computer terminal network 102, andtelevision network 106 are explicitly discussed, other conduits viawhich to conduct transactions may be included in the system and may bein communication with the content provider 104 server 100 for dataretrieval and update. While only one content provider 104 is shown inFIG. 1, a plurality of content providers may be connected to the productsupplier server 100. Similarly, while only an input device 110A embodiedas a remote control is shown in FIG. 1, the input device 110A may beembodied as any suitably appropriate input device 110A, e.g., a keyboardor keypad, such as one integrated with a TV 109 or a touch screen of theTV 109. Further, while only input devices 110A associated with set-topboxes 108 are discussed, other input devices 110 may be similarlyprovided for other terminals, such as input devices 110B for terminals103 of the computer terminal network 102.

The computer terminal network 102 may include terminals 103. A productsupplier's employees, for example, may use terminals 103 to conducttransactions in real space and access the product supplier server 100 toretrieve product and customer information for conducting thetransactions and to update data to reflect the performed transactions.Terminals 103 may also operated by customers, e.g., who may connect tothe product supplier server 100 (or another server 100 that is connectedto the product supplier server 100) via the Internet, to conducttransactions. The data of the product supplier server 100 may bemanually or automatically updated based on the conducted transactions.

Similarly, the IVR system 101 may be connected to the product supplierserver 100 for retrieval of data from the server 100 to provide, e.g.,product information, to a customer who logs into the IVR system 101, andfor automatic updates to the data of the product supplier server 100based on a conducted transaction, or based on new customer information.

The content provider 104 may transmit program content pertaining to theproduct supplier's products to a set-top box 108, receive from theserver 100 and transmit to the set-top box 108 product and/or customerinformation, and receive from the set-top box 108 and transmit to theserver 100 user transaction interaction information. The set-top box 108may render content received from the content provider 104 for display ona user's TV 109, receive commands from the user, e.g., via the user'sinput into the corresponding input device 110A, such as a remotecontrol, touch screen, and/or keypad, transmit information to thecontent provider 104 in response to some of the user commands, andchange the television display in response to the same or other of theuser commands.

In an example embodiment of the present invention, product informationof the product supplier server 100 that is displayed on a user's TV 109by the user's set-top box 108 based on data received from the contentprovider 104 may reflect a real-time product state as determined by acombination of transactions conducted via each of the computer terminalnetwork 102, the IVR system 101, and the television network 106 (and anyother conduit in communication with the content provider 104 server 100and via which transactions may be processed) and for which informationis updated at the supplier server 100 as soon as a transaction isprocessed.

In an example embodiment of the present invention, content to beprovided in multiple display pages (or frames) may be provided to theset-top box 108 during a single communication from the product supplierserver 100 to the set-top box 108 via the content provider 104. Forexample, the data of the single communication may include data based onwhich a plurality, e.g., all, of the product information display pagesof a shopping session may be generated. The content provider 104 mayforward the request to the product supplier server 100. The productsupplier server 100 may generate a file, e.g., an XML document, whichincludes data concerning relevant products. The single file may includenavigation information and product descriptors for display, e.g., overmultiple pages between which the user may navigate via input enteredinto the remote control 110A for control of the set-top box 108. In oneexample embodiment, some or all of the navigable pages may be displayedon the TV and/or on a display of the remote control 110A. The singlefile transmission allows the user to navigate the pages in a real-timeuninterrupted manner with minimal delay navigating between pages. Asexplained below, however, even according to the embodiment in which allof the navigable pages and associated data are transmitted in a singlefile, all or portions of the product information data may bere-transmitted during the shopping session to keep the navigable pagescurrent. For example, when a user begins a transaction session, theset-top box 108 may transmit to the content provider 104 a request forproduct information. Any data updates may be used to replace outdateddata in the navigable pages, for example, without replacing the entiretyof the navigable page.

In an alternative example embodiment, the navigation information may bepredetermined and programmed into the set-top box 108 for universalapplication to all or a plurality of files, e.g., of a predeterminedtype, to be sent to the set-top box 108. In one example embodiment, theset-top box 108 may be periodically updated (on a set schedule orotherwise) with navigation updates. According to the embodiment in whichthe set-top box 108 is programmed with predetermined navigationinformation, the product information file may include the productdescriptors for display over the multiple pages, without navigationinformation. The set-top box 108 may interpret the product descriptorsin light of the preprogrammed navigation information. In one exampleembodiment, some navigation information may be transmitted together withthe product information data, while other navigation information, e.g.,universally applied navigation information, may be preprogrammed at theset-top box 108.

According to any of the above embodiments, after receiving the file fromthe content provider 104, the set-top box 108 may display an initialpage of product information determined based on the combination of thereceived product information and the navigation information. Based onthe combination of the navigation and product information, the set-topbox 108 may interpret a command received from the remote control 110Awhile the initial page is displayed as a command to generate and displayanother page of product information, including other product informationprovided in the single file. The procedure may be repeated alongmultiple navigation paths from one page to another. Accordingly, thenavigation between the multiple pages of product information may bebased on the single file received in response to the communication tothe product supplier server 100 made by the set-top box 108 at thebeginning of the transaction session.

The user may press a help button, e.g., towards the bottom of thedisplay, for assistance. A screen explaining the interactive purchasingprocess, e.g., as shown in FIGS. 21 to 23, may then appear on the screenone at a time depending on selections by the user.

An example application of preprogrammed navigation information toproduct information received in the single file may be where differentproducts are associated with different sets of attributes. Some of thenavigation information may be applicable to products having certainattributes, but not to other products that do not have those attributes.For example, navigation information may provide for interpreting inputreceived by the set-top box 108 as a command to proceed to another pagein the navigation sequence that displays a list of selectable colors.This page may be displayed for those products having a color selectionattribute, e.g., those products that come in different colors, but notfor those products that do not have a color selection attribute, e.g.,those products that come in only one color. Thus, the particularnavigation sequence that may be traversed by the user may be based onthe combination of the preprogrammed navigation information and theproduct information received in the single file. The product supplierserver 100 may provide product information by generating andtransmitting an XML document including metadata labels for one or moredata items. A non-exhaustive list of the data items may include positioninformation, image information (e.g., for display of thumbnail), productdescription, price, size(s), color(s), style(s), and flex pay (e.g.,indicating a payment option). Of the listed data items, some may beapplicable to some products but not to other products.

In an example embodiment of the present invention, product informationupdates may be transmitted to the user's set-top box 108 as they occurfor display in a real-time manner, with respect to attributes such asthose of a non-exhaustive list including price, availability, options,and customer-specific rebates. The rebates may be used to modify theprice provided to the user. The rebates may be provided based on acustomer transaction history including a combination of the customer'sTV shopping session, IVR system 101, computer network terminal 103, andreal space transaction histories. The shopping session history may berecorded by the set-top box 108 and may include an indication of allproducts and corresponding quantities added to a virtual session basket.To ensure that a real-time price based on the combination of historiesis provided to the customer conducting a TV transaction, a call from theset-top box 108 to the product supplier server 100 via the contentprovider 104 requesting an updated price may be made when the customerindicates the customer's readiness to complete a transaction. The pricereturned in response to the call may incorporate a rebate based on atransaction entered into by the user in a venue other than the currentinteractive TV shopping session, e.g., concurrent with the currentinteractive TV shopping session.

In one example embodiment, the set-top box 108 may transmit the sessionhistory to the product supplier server 100. The server 100 may thengenerate a customer price based on the history combination, includingthe session history. In an alternative example embodiment, the set-topbox 108 may transmit a price call to the server 100 without the sessionhistory. The set-top box 108 may return a customized price based on thehistory combination excluding the session history. Based on conditions,e.g., with which the set-top box 108 is preprogrammed or that theset-top box 108 previously received from the content provider 104 orreceived with the customized price, the set-top box 108 may update thecustomized price to reflect the locally stored session history.

In an example embodiment of the present invention, after a firsttransmittal of a shopping session from the product supplier server 100ultimately to the set-top box 108, which is in response to a request forinformation by the set-top box 108, the product supplier server 100 mayre-transmit to the set-top box 108, without further request by theset-top box 108, product information during the shopping session. Suchunprovoked transmissions by the set-top box 108 are referred to hereinas a data push. In one example embodiment, the re-transmission may beperiodic, e.g., at set intervals, regardless of changes to the productinformation. In an alternative example embodiment, the re-transmissionmay be selectively performed responsive to changes to the productinformation. In one example embodiment, a data push may include anentirely new set of data including the changes. In an alternativeexample embodiment, a data push made in response to a change may includeonly the changes, so that the set-top box 108 can update the displaysand navigation based on a combination of the previously received dataand the subsequent data push.

In one example embodiment, the re-transmissions may be similarlyperformed with respect to set-top specific data. For example, customizedpricing, as explained above, may be included in the product information.

In one example embodiment, aside from certain customized transmissionsof data by the product supplier server 100 to the set-top box 108, e.g.,the transmission responsive to the call towards an end of a shoppingsession, the data transmissions may be broadcast to all set-top boxes108. For example, the product supplier server 100 may transmit theproduct information periodically to the content provider 104 forbroadcasting of the product information to all set-top boxes 108. (Theinitial transmission path of the data from the product supplier may beto a single or multiple content providers 104. However, the data may betransmitted without addressing any particular set-top box 108. In thisway, the transmission may be considered a broadcast, even where it is toa single content provider 104.)

In one variant of this embodiment, with respect to a shopping session ofa set-top box 108, the first transmission by the product supplier server100 to the set-top box 108 may be responsive to a request by the set-topbox 108, so that a delay does not occur at the set-top box 108 whilewaiting for a first transmission of the session, which may otherwiseoccur if the set-top box 108 waits for broadcast data. Subsequenttransmissions may be broadcast transmissions, e.g., except fortransmissions of customized data and/or transmissions to subsequentrequests made by the set-top box 108. Such subsequent requests may be,e.g., because of data corruption perceived by the set-top box 108. Anysuitable method of data corruption detection may be performed by theset-top box 108.

In one example embodiment, after receipt by the set-top box 108 of thefirst transmission from the product supplier server 100, the set-top box108 may render the data for display at the set-top box 108'scorresponding TV 109. In response to commands received from the user,the set-top box 108 may change the display in a manner representingnavigation between multiple pages. If a data push is received by theset-top box 108 while a page is displayed, the set-top box 108 maydynamically change the display of the page in accordance with newinformation concerning the page that is included in the product push.For example, if a color options page is displayed that shows five coloroptions when a data push is received that indicates that one of thoseoptions is no longer available, the set-top box 108 may dynamicallyupdate the display, even without receipt of any command from the user,to reflect the change in the color options. For example, the page may beupdated so that one of the color options is removed from the display orso that one of the color options is displayed in a manner that indicatesits unavailability, e.g., by being ghosted or by including a mark, suchas “sold out” or “unavailable.”

In one example embodiment, whether or not the set-top box 108dynamically changes the display may depend on satisfaction of conditionsof a rule set. For example, rule set may provide conditions that toensure or tend to ensure that the display change is not perceived by auser as a disruption to the shopping session. For example, a firsttransmission of product information may include data interpreted by theset-top box 108 as requiring a separate page of color options. A secondtransmission of product information may include modified datainterpreted by the set-top box 108 as not including a separate coloroptions page, e.g., where the modified data indicates that the productcomes in only one color. If, prior to receipt of the secondtransmission, the user had navigated to the color options page of thefirst transmission so that the color options page is still displayed atreceipt of the second transmission, dynamic modification of thedisplayed page might entail a perceived disruption in the navigation.For example, a dynamic modification might include removing the currentlydisplayed page (since the second transmission does not include thedisplayed page) and displaying an earlier (with respect to thenavigation sequence) page, e.g., the first page of the shopping session.Such a modification may be perceived as a disruption. The rule set maytherefore provide for dynamically updating the display conditional uponthe continuance of the display of the page displayed at time oftransmission (or a slightly later time to account for processing time).The set-top box 108 may be preprogrammed with the rule set and/or mayreceive the rule set or rule set updates with the transmissions from theproduct supplier set-top box 108. In one example embodiment, the contentprovider 104 may be the source of the rule set, rather than the productsupplier server 100.

FIG. 2 (which is divided into FIGS. 2A-2B) is a flowchart thatillustrates an exemplary flow across the product supplier server 100,content provider 104, and set-top box 108 for performing a real-timeprocessing method for TV e-commerce. According to this exemplaryembodiment, products of an iTV shopping channel, i.e., a channel thatmay be used as a portal to begin a shopping session, may be categorizedinto one or more of four categories. The categories may include a“currently on air” category, a “today's special” category, a “this dayonly” category, and a “most recently aired product” category. Thecurrently on air product may be one that is featured on the channel'sprogram at the time. The today's special product may be one thatfeatures a special price. The this day only product may be one that ispresently thought by the product supplier to be available for only thepresent day. The most recently aired product may be a product airedprior to the currently on air product. The most recently on air productcategory may include a plurality of sub-categories. A first sub-categorymay be the immediately preceding on air product category. A secondsub-category may be the second to most recently on air product, etc.

After a user instructs the set-top box 108 to tune to the iTV channel,the set-top box 108 may automatically display an instruction forinitiating the shopping session. At 200, an invitation-to-shop routinemay be automatically loaded upon tuning to the channel. For example, theset-top box 108 may be preprogrammed to auto-load the routine.Alternatively, the content provider 104 may transmit instructions to theset-top box 108, which, when executed by the set-top box 108, cause theset-top box 108 to load the routine. The invitation-to-shop routine may,e.g., loop between two display states (states 1 and 2), illustrated,respectively, in parts (a) and (b) of FIG. 3. In the first displaystate, a long versioned instruction, which states “Press select on yourremote to shop,” may be displayed. In the second display state, a shortversioned instruction, which states “Press select to shop,” may bedisplayed. In one example embodiment, the routine may loop between thetwo display states and off state in which no instruction is displayed.

At 202, the set-top box 108 may receive a session initiation instructionfrom the user, e.g., via the remote control 110A. In response to theinstruction, the set-top box 108 may perform a routine(s) for loading asession. In one exemplary embodiment, during loading of the session, theset-top box 108 may overlay on the display a message indicating that thesession is being loaded, e.g., as shown in FIG. 5.

The routines for loading the session may include transmitting, at 204, asession initiation instruction to the content provider 104. The contentprovider 104, in turn, may, at 206, pass on the instruction by making acall to the product supplier server 100. As indicated above, in oneexemplary embodiment, information used for providing a shopping sessionto the user may be periodically broadcast by the product supplier server100 to the content provider(s) 104 without addressing any particularset-top box 108. According to this embodiment, a call to the productsupplier server 100 may be omitted. The content provider 104 may handlethe session initiation on its own by passing on the information to theset-top box 108. In yet another alternative embodiment, the contentprovider 104 may pass the periodically received broadcasts to theset-top box 108 without receipt of a request therefor from the set-topbox 108. However, such unprovoked transmissions to set-top boxes 108 maybe omitted so as not to cause a memory burden to the set-top boxes 108.

At 208, the product supplier server 100 may receive the sessioninitiation instruction. At 210, the product supplier server 100 maytransmit product data, e.g., in an XML document. The product data mayinclude the currently on air product, the today's special product, thethis day only product category, and/or the most recently aired products.According to one exemplary embodiment, the number of products aboutwhich data is transmitted may be limited to four. According to oneexemplary embodiment, data about the two most recently aired productsmay be transmitted. According to one exemplary embodiment, data aboutthe this day only product may be transmitted conditional upon anunavailability of a today's special product. According to one exemplaryembodiment, if no more than a single product is associated with thecombination of the on air, today's special, and this day only productcategories, data about the three most recently on air products may betransmitted. If, there is also no presently on air product, data aboutthe four most recently on air product may be transmitted. In oneexemplary embodiment data of the most recently on air products that arestill available may be transmitted. In an alternative embodiment, dataof the most recently on air product may be transmitted regardless ofpresent availability. The discussed precise number and types of productsabout which data is transmitted are exemplary.

Initiation of shopping sessions may be suspended at times. For example,at times, the product supplier server 100 may be temporarily shut downfor maintenance. In these instances, transmissions of the product databy the product supplier may be suspended. When the transmissions aresuspended, the set-top box 108 may receive an indication of thetransmission suspension or may determine that the transmissionsuspension after a time-out from a time of transmitting a request fordata (or from a previous receipt of the data, e.g., depending on whetherthe implemented embodiment is one that provides for the non-provokeddata broadcasts, instead of responses to requests). If shopping sessionsare unavailable, the set-top box 108 may display a message indicatingthe unavailability, e.g., as shown in FIGS. 25 to 27, in response to theuser's instruction to initiate a session.

At 206, the content provider 104 may receive the data transmitted by theproduct supplier server 100 and transmit the data to the set-top box108. At 210, the set-top box 108 may display an iTV home screen pagebased on the received data for display of information concerning theproducts described in the received data. The way in which theinformation is displayed may be in accordance with a rule set with whichthe set-top box 108 is preprogrammed or that is received with theproduct data.

For example, the rule set may provide that information about only threeproducts is to be simultaneously displayed. For display of informationabout a fourth product, a scrolling feature may be provided. Forexample, part (a) of FIG. 4 shows a screen shot of representations of afirst three products and an arrow at the top right of the right-most ofthe representations of the three products, indicating that the user mayscroll right for display of a representation of a fourth product. Inresponse to input of a scrolling command, e.g., a right arrow of theremote control 110A, the set-top box 108, may shift the display so thatthe screen appears as is shown in part (b) of FIG. 4. The screen shotshown in part (b) of FIG. 4 is of representations of the last threeproducts, the representation of the first product (the left-mostproduct) having been removed. The screen shot also shows the arrow atthe top left of the left-most of the representations of the threeproducts, indicating that the user may scroll left for display of therepresentation of the first product. In response to operation of ascrolling instruction, the set-top box 108 may shift the activation of apage link of a first product representation to a following displayedproduct representation, until a page link of a last displayed productrepresentation is displayed. In response to a subsequent scrollinginstruction in the same direction, the set-top box 108 may shift thedisplayed representations as described and activate the page link of thenewly added product representation. The set-top box 108 may indicatewhich representation's link is activated by highlighting therepresentation. For example, if the set-top box 108 receives a scrollinginstruction to the right when the right-most representation of thescreen shot shown in part (a) of FIG. 4 is highlighted, the set-top box108 may display the screen shot shown in part (b) of FIG. 4, with theleft-most product representation highlighted.

The rule set may provide that of the four product representations, therepresentation at position 1 should correspond to the currently on airproduct (if available), the representation at position 2 shouldcorrespond to the last most recently on air product, the representationat position 3 should correspond to the today's special product (ifavailable), and the representation at position 4 should correspond tothe second most recently on air product. If the today's special andcurrently on air products are one and the same, the rule set may providefor display of the product representation at position 1. If the productis no longer the on air product, but is the most recently on airproduct, the rule set may provide for display of the productrepresentation at position 2. If it is the second to most recently onair product, third to most recently product, etc., then the rule set mayprovide for display of the product representation at position 3, thetoday's special position. The described rules of the rule set areexemplary.

At 212, the set-top box 108 may receive a product selection. Forexample, a product selection may be a signal received when the userpresses a select button of the remote control 110A while a productrepresentation is highlighted, i.e., the page link of the productrepresentation is activated. In response to the selection, the set-topbox 108 may, at 220, provide for navigation of multiple pages relatingto the highlighted product. The navigation may include initiallyproceeding to a page associated with the activated link of the iTV homescreen. The navigation may be performed based on the data transmitted at210 and based on which the iTV home screen was displayed at 210.

Navigation may be between a non-exhaustive list of pages that includes aproduct matrix page for selection of one of a plurality of productversions, e.g., as shown in FIG. 6, a color selection page, e.g., asshown in FIG. 7, a style selection page, a size selection page, awarranty selection page, e.g., as shown in FIG. 9, a quantity selectionpage, e.g., as shown in FIG. 10, and/or a payment options page, e.g., asshown in FIG. 8. The particular pages between which the user maynavigate may depend of the product being navigated.

At 222, the product supplier server 100 may perform product data pushes,which may be performed periodically, e.g., at set intervals or as soonas the data is updated. The pushed product data may be received by thecontent provider 104 and transmitted to the set-top box 108. The set-topbox 108 may, at 224, update the presently rendered display, e.g., theiTV home screen or another page to which the user has navigated, orinformation upon which the display to be rendered in the session isbased, e.g., so that the allowed navigation or the information to beprovided in the navigable pages is changed. For example, if both thehome screen is displayed when the new data is received and the new dataprovides for a different home screen than the displayed home screen, theset-top box 108 may dynamically update the display to reflect thechange. For example, the product for which a representation is displayedat position 1 might be indicated in the new data to be a most recentlyon air product, rather than the currently on air product. Accordingly,the set-top box 108 may move the representation to position 2 and mayprovide a representation of another product indicated to be thecurrently on air product in position 1. Similarly, the representation ofthe product in position 4 might be removed since the product is nolonger the second to most recently on air product. In one exemplaryembodiment, where the product representations are rearranged at 224, aproduct representation highlighted prior to the update may remainhighlighted in its new position after the update (if the representationis not removed). Other updates may be with respect to the particulardata provided in the home screen about each of the represented products,e.g., its price, its shipping and handling price, whether it is a saleprice, whether it is still available, whether it is sold out, etc. Forexample, the representation in position 2 of FIG. 4 is of the sameproduct in both of parts (a) and (b) of FIG. 4, but with differentdescriptive data. The representation in part (a) indicates that theproduct is sold out and the representation in part (b) indicates thatthe product is available by inclusion of a price.

The types of dynamic updates that are implemented may be restricted tolimit a sense of disruption in the shopping session and/or to limitconfusion. For example, rearranging the order in which the productrepresentations appear and/or removing a representation may confuse theuser, and may therefore be omitted.

It may occur that an update that indicates that a product is no longeravailable or sold out is received immediately after the user selects theproduct in the iTV home screen. Similarly, in an embodiment according towhich a displayed product representation is not removed even afterreceipt of an update indicating its unavailability, it may occur thatthe user selects a product for which an update indicating itsunavailability or that it is no longer in stock is received. At 214/216,the set-top box 108 may determine whether a selected product isavailable and in stock. If it is not available or not in stock, theset-top box 108 may, at 218, display an unavailable/sold out screeninforming the user of this status. If the product is still available andnot sold out, then navigation may be continued. In one exemplaryembodiment, 214/216 may be performed even if the set-top box 108 has notreceived an update. 214/216 may be performed numerous times throughout aproduct navigation. For example, when the user selects a color in thecolor selection page, 214/216 may be performed to determine whether thecolor is available and in stock.

Once the user has made a complete product selection, the user mayindicate a desire to create an order to purchase the selected productand/or options. In response to such an instruction, the set-top box 108may display a screen for input of log-in data, e.g., as shown in FIG.11. At 226, the set-top box 108 may receive the log-in data. Performanceof 226 at this point in the sequence represented in FIG. 2 is exemplary.In an alternative exemplary embodiment, 226 may be performed when firstinitiating a shopping session. FIG. 11 shows two log-in screens, the topscreen as initially presented to the user and the bottom screen filledout by the user. The screens are shown as overlapping for space purposesonly.

Account data, including log-in data, may be locally stored at theset-top box 108 and/or may be stored at the product supplier server 100.For example, the set-top box 108 may provide a display screen requestingthe user to input whether the user is a first-time user of the shoppingprogram. If the user inputs data in the affirmative, the set-top box mayprovide one or more display screens for the user to input personal data,e.g., via the remote control 110A, to set up an account, which may belocally stored or stored at the server 100. In one example embodiment,at least some of the user entered data that provides billing informationmay be transmitted by the set-top box 108 to the server 100, so that thebilling information can be used, e.g., to bill a credit card when anorder is placed. In one exemplary embodiment not shown in FIG. 2, wherethe user enters log-in data for access to an existing account, theset-top box 108 may check whether the log-in data is correct.Alternatively, the product supplier server 100 may perform the check asdiscussed below.

After receiving the log-in data, the set-top box 108 may, 228, transmita request to the product supplier server 100 via the content provider104 to get a customized price for the user. For the request at 228, theset-top box 108 may transmit the selected product(s) information and thelog-in data.

At 230, the product supplier server 100 may receive the requestincluding the selected product information and the log-in data. At 232,the product supplier server 100 may determine whether the log-in datamatches an existing account. If a match is found, the product suppliermay determine at 234 whether the requested product with the selectedoptions, if any, is available. If it is determined that the requestedproduct is not available the user is so informed, for example, via thescreen display shown in FIG. 29. If it is determined that the requestedproduct and/or options are available and in stock, the product supplierserver 100, may determine at 236 if shipping of the selected item to thematched customer is available. If it is determined that the item can beshipped, the product supplier server 100 may, at 238, calculate acustomized price for the customer. The customization may be based on thenumber and types of products requested during the present shoppingsession and based on other orders of the customer, e.g., placed via theiTV or the other systems connected to the product supplier server 100.While the order is being processed the user may see a screen indicatingsuch, for example, as shown in FIGS. 24 and 28.

After calculation of the price or immediately after any one of 232-236for which a negative determination was made, the product supplier server100 may, at 240, transmit a price update message, which may eitherindicate the price that will be charged or may indicate that the ordercould not be placed.

At 242, the set-top box 108 may determine whether the received messageincludes a price. If it does not include a price, the set top box 108may, at 244/246, display an error message and/or provide for are-log-in, e.g., as shown in FIG. 12, depending on the reason for theerror indicated in the message received from the product supplier server100. For example, if the product supplier server 100 determined at 232that the provided log-in data was incorrect, this may be indicated inthe message transmitted at 240. Subsequent to 246, the flow may continueagain at 228. FIG. 12 includes two displays with different exemplaryerror messages. The screens are shown as overlapping for space purposesonly.

If the received message includes a price, the set-top box 108 maydisplay the updated price to the user and get an order confirmation fromthe user at 248, e.g., via interaction with a display such as one shownin FIG. 17. After receiving the confirmation, the set-top box 108 may,at 250, transmit the order to the product supplier server 100 via thecontent provider 104. FIG. 17 shows three different exemplary displayscreens, each containing different order information.

At 252, the product supplier server 100 may receive the order. At 254,the product supplier server 100 may again check whether the ordereditems are available and in stock. If it is determined that the items areavailable and in stock, the product supplier server 100 may, at 256,charge the user's credit card for which information is stored at theproduct supplier server 100.

Subsequent to 256, or subsequent to 254 if it is determined at 254 thatthe items are not available and in stock, the product supplier server100 may transmit order finalization data. The data may indicate thesuccess or non-success of the order, when to expect the items,confirmation number, etc., e.g., as shown in FIG. 19. FIG. 19 shows fourdifferent exemplary confirmation screens, each containing differentconfirmation information.

In those instances where the content provider 104 server 100 transmitsmessages after determining that the requested items are unavailable ornot in stock, e.g., after 234 or 254, the transmitted messages mayidentify particular errors. A non-exhaustive list of error messages mayinclude a sold out error message, a waitlist message, a back ordermessage, and a generic message.

A sold out error message may be provided to indicate a product's statusas having been sold out. At 244 or 260, the set-top box 108 may displaythe error message, e.g., as shown in FIG. 13. The user may navigate fromthe error message back to the iTV home screen or to the program channel,depending on an implemented embodiment.

A waitlist message may be provided to indicate that the product iscurrently unavailable but that it is expected to be received and that auser may join a waitlist. At 244 or 260, the set-top box 108 may displaythe message and indicate that the user may provide input to instruct theset-top box 108 to add the user to the waitlist, e.g., as shown in FIG.14. For example, the message may indicate that, if the user is added tothe waitlist, the item will be shipped to the user immediately onbecoming available if it becomes available within a certain period oftime and that the user's credit card will be charged at that time. Ifthe user agrees after display of the message at 244, the flow maycontinue again at 228, this time receiving a price at 242. In analternative embodiment, the waitlist message may be transmitted with anupdated price, in which case the flow may continue at 250. If the userdoes not agree to proceed with the order, the user may navigate from theerror message back to the iTV home screen or to the program channel,depending on an implemented embodiment.

A back order message may be provided to indicate that the product iscurrently unavailable but that it is expected to be ready for shipmentat a particular date. At 244 or 260, the set-top box 108 may display themessage and indicate that the user may provide input to instruct theset-top box 108 to put the order through and have the items shipped andthe credit card charged on the particular date, e.g., as shown in FIG.15. The flow may then continue as discussed with respect to the waitlistmessage.

A generic message may be provided, e.g., as shown in FIG. 16, when someother non-specific error occurs, such as when a database cannot beaccessed at the time. The user may navigate from the error message backto the iTV home screen or to the program channel, depending on animplemented embodiment.

The product supplier server 100 may receive requests for data, e.g., fora session initiation, price updates, order placements, and/or otherproduct and/or customer updates from numerous set-top boxes 108,numerous terminals 103 of the computer terminal network 102, andnumerous IVR system 101 calls. Responses to different ones of the callsmay require different processing times. Accordingly, in an exampleembodiment of the present invention, the product supplier server 100 maymaintain two asynchronously operated queues, an incoming queue and anoutgoing queue. As requests are received, the requests may be added tothe incoming queue. As the product supplier server 100 addresses theincoming requests, outgoing messages responsive to the requests may begenerated and completed in a different order than in which the incomingrequests to which the outgoing messages correspond were received. Theoutgoing messages may therefore be added to the outgoing queue in thatdifferent order, i.e., the order in which outgoing messages werecompleted. Each outgoing message may include a destination address towhich the outgoing message is to be transmitted.

Those skilled in the art can appreciate from the foregoing descriptionthat the present invention can be implemented in a variety of forms.Therefore, while the embodiments of this invention have been describedin connection with particular examples thereof, the true scope of theembodiments of the invention should not be so limited since othermodifications and variations will become apparent to the skilledpractitioner upon a study of the drawings and specification. Suchmodifications and variations are considered to be within the purview andscope of the appended claims and their equivalents.

1. A system for providing an electronic transactional environment,comprising: a database configured to store user registration data andproduct information data relating to a plurality of products; a serverconfigured to broadcast the product information data of at least one ofthe plurality of products to a plurality of set top boxes, without theproduct information data being designated for any particular user of oneof the plurality of set top boxes, the server being further configuredto transmit first updated product information data that replaces atleast part of the previously transmitted product information data of theat least one of the plurality of products to the plurality of set topboxes; and a processor configured to compare data relating to atransaction request from a specific user of a set top box of theplurality of set top boxes with user registration data of the specificuser to identify the specific user, and to generate customizedtransaction data for the specific user, wherein the server is furtherconfigured to transmit the customized transaction data and secondupdated product information data that replaces at least part of thefirst updated product information data to the set top box correspondingto the specific user.
 2. The system of claim 1, wherein the productinformation data is configured for visual display via a user interfaceapplication.
 3. The system of claim 1, wherein the server broadcasts theproduct information data to the plurality of set top boxes and transmitsthe customized transaction data to the set top box corresponding to thespecific user via satellite.
 4. The system of claim 1, wherein theserver broadcasts the product information data to the plurality of settop boxes and transmits the customized transaction data to the set topbox corresponding to the specific user through a content provider. 5.The system of claim 1, wherein the customized transaction data ispresented to the set top box corresponding to the specific user via auser interface application.
 6. The system of claim 5, wherein the serveris further configured to receive a purchase order executed by thespecific user via the user interface application.
 7. The system of claim5, wherein the processor is further configured to process a productrequest and to provide real-time confirmation of the product request tothe set top box corresponding to the specific user.
 8. The system ofclaim 1, wherein the product information data relating to at least oneof the plurality of products includes product information and orderinformation for the at least one of the plurality of products, and theproduct information includes a first portion for display of an initialpage for a first product of the plurality of products and a secondportion for display of a second page for a second product of theplurality of products.
 9. The system of claim 1, wherein the customizedtransaction data includes at least one of a specialized price based onthe specific user, payment options available for the specific user, taxcalculation and shipping and handling calculations based on the specificuser's geographical location, shipping and handling options availablefor the specific user, and coupons and rebates available to the specificuser.
 11. The system of claim 1, wherein the product information dataincludes metadata which defines how the product information data ispresented to the set top box corresponding to the specific user via auser interface application.
 12. The system of claim 1, wherein theserver is further configured to transmit the second updated productinformation data via a continuous data stream to the set top boxcorresponding to the specific user.
 13. The system of claim 12, whereinthe server is further configured to transmit the second updated productinformation data on a substantially real-time basis to the set top boxcorresponding to the specific user, via the continuous data stream,which updates the user interface application based on the second updatedproduct information data.
 14. The system of claim 2, wherein theprocessor is further configured to transmit navigation information,which enables navigation of multiple pages of the user interfaceapplication.
 15. A method for providing an electronic transactionalenvironment, the method comprising: storing, in an electronic database,user registration data and product information data relating to aplurality of products; broadcasting, by a server, the productinformation data of at least one of the plurality of products to aplurality of set top boxes, without the product information data beingdesignated for any particular user of one of the plurality of set topboxes; transmitting, by the server, first updated product informationdata that replaces at least part of the previously transmitted productinformation data of the at least one of the plurality of products to theplurality of set top boxes; comparing, with a processor, data relatingto a transaction request from a specific user of a set top box of theplurality of set top boxes with user registration data of the specificuser to identify the specific user, generating customized transactiondata for the specific user; and transmitting, by the server, thecustomized transaction data and second updated product information datathat replaces at least part of the first updated product informationdata to the set top box corresponding to the specific user.
 16. Themethod of claim 15, further comprising visually displaying the productinformation data via a user interface application.
 17. The method ofclaim 15, further comprising presenting the customized transaction datato the set top box corresponding to the specific user as part of a userinterface application.
 18. The method of claim 17, further comprisingreceiving, by the server, a purchase order executed by the specific uservia the user interface application.
 19. The method of claim 17, furthercomprising: processing, by the processor, a product request; andtransmitting, by the server, real-time confirmation of the productrequest to the set top box corresponding to the specific user.
 20. Themethod of claim 15, further comprising transmitting, by the server, thesecond updated product information data via a continuous data stream tothe set top box corresponding to the specific user.
 21. The method ofclaim 20, further comprising: transmitting, by the server, the secondupdated product information data on a substantially real-time basis tothe set top box corresponding to the specific user, via the continuousdata stream, which updates the user interface application based on thesecond updated product information data.
 22. The method of claim 16,further comprising transmitting, by the server, navigation informationthat enables navigation of multiple pages of the user interfaceapplication.